 ONGOING MEDIA CONTACTS
Once the media relations professional develops a relationship with a particular company or organization, and has begun supplying the media with interesting story angles, he/she doesn't always need to rely on traditional communications vehicles such as press releases and media advisories. Sometimes the informal approach of a telephone call works like a charm, particularly with journalists who have covered the company/organization in the past and have already demonstrated an interest.
Sometimes a newsworthy angle is spotted and there isn't time to write a release and take it through the approval process. A phone call or two is just what the doctor ordered. These "spur-of-the-moment" calls can sometimes take several attempts before you reach the right person, but they're worth it. They can become the glue that holds the company's media campaign together.
Needless to say, maintaining an up-to-date list of media contacts is advisable!
Articles generated through ongoing media contacts:
All eyes on violence remedy
Preventing teen violence
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